Development of Prosumer Performance Model on Digital Platform in Thailand
Abstract
This qualitative study develops and empirically validates a prosumer performance model tailored to the evolving digital platform ecosystem in Thailand. The proposed model integrates internal capabilities, operational competencies, and social interaction mechanisms-distinct yet interrelated components that collectively shape the prosumer performance pathway. The study addresses the central research question: What constitutes the developmental pathway to prosumer performance within Thailand’s dynamic digital context?
The research adopts Strauss and Corbin’s grounded theory methodology and is based on 28 in-depth interviews with active prosumers. Through systematic coding and comparative analysis, the findings generate a conceptual framework comprising four interconnected dimensions: (1) Prosumer Behavior and Innovation; (2) Intention and Self-Efficacy; (3) Work Performance and Competencies; and (4) Value Co-creation and Participation.
The framework offers an integrative theoretical contribution by synthesizing perspectives from prosumer theory, innovation studies, work performance theory, the Theory of Planned Behavior (TPB), Diffusion of Innovations (DOI), Technology Acceptance Model 2 (TAM2), and Value Co-creation (VCC). The results suggest a sequential developmental pathway in which internal capabilities (Dimensions 1 and 2) form the psychological and behavioral foundation, operational competencies (Dimension 3) enable productive engagement, and social interaction mechanisms (Dimension 4) ultimately drive sustained prosumer performance.
The study contributes both theoretically and practically. Conceptually, it advances a structured explanation of prosumer performance within emerging digital economies. Practically, it provides strategic guidance for digital platform developers by emphasizing the importance of designing features that support skill development, enhance user autonomy, and foster meaningful community participation. Furthermore, the model offers aspiring prosumers a roadmap for systematically cultivating the multidimensional competencies required for sustainable success in the creative economy.
Keywords: prosumer performance; digital platforms; value co-creation; self-efficacy; innovation behavior; grounded theory; Thailand.
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